Think about it from Checy's point of view. Boston Acoustics, Thiel, Mordant Short, etc. brand speakers would verly likely sound better, but they mean nothing to the average consumer. Bose is a big, recognizable name that most purchasers equate with quality and good sound. It's all part of the sale, and you need to give people what they want, and perceived value for the $$$.
Plus, I'm sure there's more profit in doing it this way, as well as a joint marketing venture with a company that can afford to put the dollars into the marketing campaign.
Bob